Connecting a legacy of luxury with the digital age

Apple launched the 1st generation Apple Watch in April 2015 and put the watch industry on guard.

Refusing to disrupted by the tech giant, Tag Heuer CEO Jean-Claude Biver wanted a luxury smartwatch outfitted with the latest innovations in wearable technology that remained true to the brand’s historic legacy.

Our goal was to preserve Tag Heuer’s reputation as a premiere luxury Swiss watchmaker while also establishing a solid position in the smartwatch market.

Inspired by the luxurious style and heritage of the Tag Heuer Carrera, the initiative included the design, content, and development of the Tag Heuer Connected interface, mobile app, and a launch site.

A Content Matrix and Strategy guided the design and development of the watch experience, mobile app, and launch site.

I worked with the Tag Heuer teams in New York, Paris, their headquarters in La Chaux-de-Fonds, Switzerland, and a third-party translation service to guarantee all copy for launch was approved and translated into French, German, Spanish, Italian, and Mandarin and aligned with the UI/UX of the watch, app, and site.

The Tag Heuer Connected was launched in November 2015.

They sold over 56,000 in the first year - 3x times more than projected.